A new artificial intelligence tool that surfaces products based on interests has been introduced by Amazon to some shoppers in the U.S. It is called "Interests."

In a blog post on Wednesday, Amazon announced a new feature called Interests to help shoppers discover products in its store that match their hobbies and preferences. The company said the AI, for instance, might suggest new football apparel to an NFL fan, golf equipment to an avid golfer or photography gear to someone who loves to take pictures.

Key Takeaways Amazon (AMZN) is testing both a new artificial intelligence (AI) shopping tool that finds new products matching a consumer’s interests and a health-focused chatbot, as the company moves forward to deploy the technology on its platforms.